Results and Effectiveness

- A 24% growth in SOM compare with same period of last year. - 103,000 unique visitor to the website - Close to 150,000 Cornetto lids were registered online - 52% visited the website joined in the activities via unique code on all Cornetto lids. - Highest ever conversion rate online in the Thai market versus an average of 3-5% conversion All in all, the campaign created relevancy between the Cornetto brand with the Thai teens, giving it a much clearer position in the marketplace and is seen as a ‘cool’ brand that “me and friends love”.

Creative Execution

A 13 episode weekly Cornetto-branded reality TV programme called ‘Love Sparks’ fronted by Nichkun (a major Thai star who positioned himself in the Korean Scene) provided us with a platform to build a daily-updated ‘community website’, with a huge draw of fans, and the content was provided by the show’s visitors. This site did not only provided a ‘portal’ where viewers could meet and share views about the show and the stars, it make them feel engage and part of the show. It allowed registered users to redeem their instant-win on pack unique codes for spot prizes, weekly Digital Camera giveaways and a trip to Korea with the star himself. Behind the scene/ hi-light were uploaded on Youtube. Another digital element, we allowed viewers of the weekly Sunday morning programme to send ‘live’ SMS messages which would appear in a ticker at the bottom of the screen during the show.

Insights, Strategy and the Idea

Ice cream advertising in Thailand traditionally focuses more on flavors. As a result, many ice cream brands have failed to engage consumers on a brand level. Our challenge was to buck the trend and create a highly engaging brand-level activation for Cornetto that would create strong brand association, drive purchase frequency and achieve the aggressive sales goal set. The target audience is the media-savvy teens and we were also challenged to find the right mix of media channels that can effectively communicate the brand proposition, which is “fun to eat with friends’, and therefore creating the important peer influence amongst the targeted consumers. Our idea came from the fact that most teens admire pop stars and are into love relationships. We created a truly impactful integrated campaign where digital complemented and enhanced our offline activities.